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Chauhan, Rahul

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Author-ID : 1514519

Aerospace Engineering Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Mechanical Engineering Social Sciences Other

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Influencer Marketing Impact on Consumer Behavior: Trust, Authenticity, and Brand Engagement in Social Media Chavda, Kishan; Chauhan, Rahul
Journal of Advances in Accounting, Economics, and Management Vol. 1 No. 3 (2024): March
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/aaem.v1i3.180

This abstract summarizes recent research on the influence of social media influencers on consumer behavior. Three key studies are highlighted: one exploring the impact of different categories of female social media influencers on consumer credibility and purchase intention, another investigating the psychological mechanisms underlying influencer marketing, and a third examining the moderating role of cultural factors on influencer-consumer relationships. The studies emphasize the multifaceted nature of influencer marketing and underscore the importance of considering influencer types, psychological processes, and cultural differences in designing effective marketing strategies. Themes such as influencer credibility, psychological mechanisms, and cultural moderation emerge as significant factors shaping consumer behavior in the digital age.

Review Paper on Affective and Cognitive factors that affect banking Relationship with respect to Millennial Chauhan, Rahul; Patel, Neerav
Journal of Advances in Accounting, Economics, and Management Vol. 1 No. 4 (2024): June
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/aaem.v1i4.293

The aim of this paper is to explore the affective and cognitive factors that condition banking relationships for economically vulnerable consumers and how these factors contribute to increasing financial difficulties and exclusion. This research, performed on a set of focus groups, bases its findings on a combination of experimental and discourse analysis methods. Financial decisions are not rational and can be biased by affective and cognitive factors. Behavioural finance has focused very little on analysing how consumer biases influence relationships with banking institutions. Additionally, these relationships are affected by the digitalization and transformation of banking business. Thus, in the case of economically vulnerable consumers, who are not profitable for the increasingly competitive banking industry and lack financial abilities, their risk of financial exclusion is increasing. The results show that distrust and shame lead to financial difficulties in economically vulnerable consumers. Distrust generates problems of access and self-exclusion, while shame generates difficulties of use. This lack of trust makes them more rational when dealing with machines than with people, showing greater banking difficulties for consumers with a “person-suspicious” profile. This finding can help regulators establish limits on banking behaviour, require banks to incorporate affective and cognitive factors in their convenience tests and detect new variables that can help them improve their insolvency ratios and reputations. Discourse Analysis, Behavioural Finance, Financial Exclusion, Vulnerable Consumers, Affectivecognitive Factors

Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry Patel, Himalay; Chauhan, Rahul; Kalariya, Kush; Soni, Parth; Patel, Mohit
Journal of Advances in Accounting, Economics, and Management Vol. 1 No. 4 (2024): June
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/aaem.v1i4.297

The study investigates the influence of demographic factors on consumer perceptions of celebrity endorsements in the soft drink industry. Utilizing ANOVA analyses, the research examines the impact of age, gender, and occupation on consumption patterns, brand preferences, and attitudes towards celebrity endorsements. Findings indicate a significant association between age and soft drink consumption frequency, with younger demographics showing higher consumption rates. However, gender and occupation do not significantly affect brand selection or endorsement perceptions. Notably, consumers across diverse demographics exhibit similar levels of susceptibility to celebrity endorsements, suggesting a universal appeal transcending gender and occupation. Despite demographic variations in consumption habits, celebrity endorsements wield comparable influence across consumer segments. The abstract underscores the importance of celebrity endorsements in shaping consumer behaviour within the soft drink industry and highlights the need for tailored marketing strategies targeting specific age groups.

Co-Authors Agrawal, Heit Andino Maseleno Bachani, Jenith Baghadiya, Jenik Baldi, Vansh Barvaliya, Ram Bhatt, Aum Bhutra, Yuvraj Bohra, Hussain Chahwala, Keshav Chavda, Kishan Deep P, Baraiya desastra, Yolla zelika Dhaakad, Deepak Dhanak, Jaydev Dhruv, Aryan Dwivedi, Shaurya Eka Pariyanti Gafurjiwala, Moh. Kaif Goyal , Vikas Guha, Tannay Gurjar, Krishna Jadhwani, Om Jaju, Pooja Kacchara, Gul Kachhadiya, Diya Kalariya, Kush Kamya, Bhatt Kataria, Yachi Khakhar, Bhavik Khubchandani, Sania Kotak, Yash Machhvara, Jenil Makhija, Hitesh Meet Shah, Meet Mehta, Hitarth Mehta, Meet Mendpara, Lucky Mohnia, Tiya Monpara, Yesha Nagani, Purva Nagdevani, Dev Naik, Pratham Nurhamidah, Umi Padaliya, Om Parchani, Nilesh Patel, Diya Patel, Hetvi Patel, Himalay Patel, Kavya Patel, Mohit Patel, Neerav Patel, Raj Patel, Tarang Patel, Vasu Petel, Bhavya Prajapati, Hetal R Rizal Isnanto R. Rizal Isnanto Raisa, Kharchenko Raithatha, Bhavya Rajapara, Monil Rajkotiya, Abhi Rakesh Shah, Arya Ramchandani, Paras Ramrakhya, Divesh Rathod, Lakshita Rizal Isnanto, R Rizal Isnanto, R. Sah, Aditya Sakaria, Anuchi Samsukha, Akshita Samtani, Heena Sapra, Ruchi Seth, Dhruv Shah, Dhwanit Shah, Fenil Shah, Hitarth Shah, Nirmit Shah, Stuti Shah, Supan Shah, Tanish Sharma, Ansh Sharma, Yajurv Shriyal, Harsh Shubham, Chavda Singh, Pushpendra Sinh Zala, Harshvadhan Sompura, Jayesh Soni, Parth Store, Shreyas Suda, Pranjal Sulastri, Susi Thakkar, Krish Thakur, Aryan Tri Susilowati Trivedi, Pratham Unaliya, Maitri Vaghela, Sidhraj Vaja, Hitarthsinh Viramgama, Netra Yash, Panchal Zalariya, Nihal

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